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M&M’s Blog goes behind the headlines to offer a running commentary on the business dynamics within the international media and marketing industry. The M&M editorial team joins forces with industry experts and local market heroes to balance a bird’s eye view of global trends with the importance of local insight.

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Storytelling

  • Storytelling – transmedia style

    11 July 2013

    For some reason it’s been a period when the phrases ‘omnichannel retailing’ and ‘transmedia storytelling’ have cropped up with alarming frequency in our conversations with partners and clients.

    So what does this tell our content marketing team – apart from the fact that we have some new contender words for a game of bullshit bingo?

    For those who aren’t familiar with the two phrases (and forgive me if it feels like I’m teaching grandma to suck eggs) here’s the briefest of brief run-downs.

    Omnichannel retailing describes the way the virtual and real worlds of retailing are converging to ...

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    Posted by: Bloggers' Gallery

    Tags: Omnichannel, Storytelling, Retail

  • Authenticity: The word at Cannes 2013

    28 June 2013

    Other than ‘P-Diddy’ authenticity was the word to define Cannes 2013. You couldn’t move for delegates extolling the authentic nature of this campaign, or that one.

    My favourite example, which picked up much precious metal, was the rebranding of every McDonald’s outlet in Oz to Macca’s in celebration of Australia Day. Of course the burger chain isn’t Australian, but the campaign is authentic simply because it is believable – McDonalds celebrating its Australian customers. It resonates with the Australian tendency to abbreviate everything and dish out nicknames like sweeties, but also sits very comfortably with what we know of the ...

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    Posted by: Bloggers' Gallery

    Tags: Creativity, Storytelling, Advertising

  • The time for stories and how to tell them online

    28 February 2013

    At this time of year the news is dominated, horse lasagne notwithstanding, by the Golden Globes, the BAFTAs and the Oscars. Nominees and winners, what they wore and what say said is reported so widely in the media that it sometimes eclipses the fact that all these ceremonies are dedicated to celebrating the art of storytelling. Since the 1920s, when silent film actors found a voice, 90 minutes in the dark in front of the silver screen was perhaps the ultimate experience in immersive storytelling. TV might have been the dominant media channel of the 20th century, but cinema ...

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    Posted by: Bloggers' Gallery

    Tags: Content, Storytelling

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